Have you spoken to the parts manager? I would bring it up and point out that it seems like false advertising.. nice slogan, but if you can't walk the walk, don't bother to talk. Considering it's a difference of nearly $50, I simply could not let it go

lol everytime im there for service or buying oil, i ask them about pricing for the performance parts, and then never buy it from them. the guy there now recognizes me and last time asked if i was actually going to go through with the order. i told him "not with those markups, id rather buy it online from the states." he didnt believe me until i showed him the pricing on my phone.. all he could say was "oh... yea thats pretty good price, just get it from there"

That's like the dealership over here lol, tried to charge me almost 40.00 for 4 wires with a terminal clip on them. I told them to keep them when Real Oem shows MSRP of 2.00 each. 8 bucks total I mean come on 40 vs 8? wtf

They once charged me 5 dollars for a freakin screw. (my radiator was really loose didn't really have a choice but still.)

Some dealers offer a BMWCCA discount. My local parts department gives up to 15% off. Also, I've called them before to see if they'd price match online prices (including shipping) since I'd rather get parts locally. The parts manager price matched an alarm retrofit kit but couldn't match Tire Rack's tire prices. He thanked me for giving him a chance at my business. Nice guys up at Taylor BMW in Augusta.